The Podcast Consumer Australia 2017 is a first look at this growing platform in Australia. Patterned on a similar report in the USA, this information adds to Edison’s worldwide dataset on Podcasting. This information is derived from the Infinite Dial Australia 2017 study, which is sponsored by Triton Digital, Commercial Radio Australia, and Southern Cross Austereo. This report shows the current status of podcasting including information on:
• Podcast Consumption
• Device Usage
• Social Media Behaviors
• Other Media Behaviors
Findings of this report include the following:
- A strong majority of Australians (72%) are familiar with the term “podcasting” – higher than in the United States.
- Just under 30% of Australians have ever listened to a podcast, and 17% have listened to one in the last month.
- The audience for podcasts is predominately 18-54, and leans slightly male.
- The Podcast listener is an affluent, educated consumer— and one who is more likely to gravitate to ad-free or ad-light subscription experiences.
- Clicking on a podcast to listen to it immediately (either streamed or via progressive download) is the dominant paradigm for listening, though 27% do subscribe to podcasts.
- Subscribers tend to have been podcast consumers for longer than non-subscribers, consume more podcasts, and are more likely to use their smartphone as their primary podcast player.
- While Home continues to be the most often named location for podcast listening, the vehicle is a strong second.
- Most podcast consumers listen to most of the podcast episodes they download, and the vast majority listen to at least most of each episode.
Earlier this summer, Edison Research VP of Strategy Tom Webster, along with National Public Media COO Bryan Moffett, presented a live webinar of The Smart Audio Report from NPR and Edison Research. The report contains numerous insights that have never before been reported on audio consumption, usage behaviors, ties to smart home technology and more. The study was presented for the first time on June 21, 2017 at the RAIN Podcast Business Summit in New York.
Edison Research and NPR presented an encore presentation of this webinar on August 16, 2017, featuring Gina Garrubbo, President and CEO of National Public Media.
For more information about this study and to view the full report, visit http://nationalpublicmedia.com/smart-audio-report/.
Watch a replay of the original webinar here:
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About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, NPR, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, St. Jude Children’s Research Hospital, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world, and has conducted research on the medium for NPR, CBS, PodcastOne, WNYC, and many more leading companies in the space. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.
A new study released by Edison Research reveals the digital audio, social media, mobile and podcast habits of Australians.
The Infinite Dial Australia, commissioned by Commercial Radio Australia (CRA), Southern Cross Austereo (SCA), and Triton Digital, provides new insights into what Australians are consuming online. The Infinite Dial research for Australia is patterned on the longest-running survey (1998) of digital media consumer behavior in the USA and provides a profile of the 2017 Australian digital consumer.
“The Infinite Dial Australia explores the penetration of online digital audio and social media in Australia and looks at the technology that Australians are using and it’s interesting to see how Australia compares to the USA,” said Edison President Larry Rosin.
Key Infinite Dial Australia findings include:
- Radio is the leading audio platform consumed by Australians with 85% of people having listened to an AM/FM or DAB+ station in an average week, compared to Spotify 21%, Podcasting 10%, Pandora 8%, Apple Music 6%, Google Play All Access 2%.
- Twice as many people are listening to AM/FM radio (on-air and online) than all online audio streaming services each week (85% vs.43%).
- 89% of Australians use AM/FM sometimes when in the car and nearly 50% use an AM/FM radio almost every time they are in the car. With now 36 vehicle brands in Australia including DAB+ digital radio, 10% of people use DAB+ radio almost every time they are in the car.
- Despite new ways to listen to AM/FM/DAB+ radio, 79% of the population have one or more radios in their home.
- 72% of Australians are familiar with podcasting (60% USA) and 29% of people have listened to a podcast.
- 17% have listened to a podcast in the last month, with 25-54 year olds making up the largest share of monthly podcast listeners. An average of six podcasts are listened to each week by those who are weekly podcast listeners.
- 73% of Australians have used YouTube to watch music videos or listen to music;59% have used YouTube to watch music videos or listen to music in the last month and 44% in the last week.
- 80% of people currently use social media and 9 in 10 of those aged 12-54 years are current users. Facebook awareness is highest (98%), followed by Twitter (95%), Instagram (94%) and Snapchat (84%). Awareness of all these social media brands is higher in Australia than the USA.
- Facebook is more likely to be the most-used social media brand among 12-24s in Australia than the USA (58% vs. 39%), however Snapchat is less chosen as the most-used among this group in Australia than the USA (16% vs. 31%).
- Penetration of smartphones and tablets in Australia is been greater than the USA, however penetration of internet connected TVs is higher in the U.S.
- 88% of Australians own a smartphone, with ownership highest amongst 12-24 (95%) and 25-54 year olds (95%). Ownership in Australia is 7% higher than the U.S (81% overall).
- 53% of people own an internet-connected TV, with ownership highest amongst 12-24 (71%) and 25-54 year olds (60%).
- Netflix is the most popular on-demand video service, with 35% of Australians having access to a subscription.
The Infinite Dial Australia study was conducted in February and March 2017 and uses a nationally representative survey of 1007 people and is a random probability telephone sample, comprising both mobile phones and landlines, of all Australians aged 12 and older. The study in the USA has become the report card on digital audio and other digital media, and is widely used and quoted by broadcasters, ad agencies, and the financial community.
View the webinar below, or click here to download the presentation slides.
Recently, we released a research report at CRS2017 that went deep on smartphone users. As a part of that project, we collected a lot of data on the types of apps smartphone users had installed, and what apps and mobile websites they used the most. We had so much great data on social media that we broke it out into this new standalone report, Social Sharing in the Mobile World.
This study of 1571 American smartphone owners 18-54 revealed some key insights about mobile use of social media, including the following:
- 80% of American smartphone owners use social media apps every day
- The average smartphone owner uses 14 types of apps
- 70% of smartphone owners who use social media say they use Facebook every day
- More than six in ten Facebook users say they belong to local Facebook groups or other online local groups
- Nearly a quarter (23%) of Facebook users say they have broadcast a Facebook live video
Also includes new data on messaging apps, selfies, influence and more! Thanks again to our partners at CRS for funding this research.
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